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Outdoor Advertising
Association of America
Vehicle Wrap Statistics
Statistics
Mobile advertising can be the most effective and efficient form of outdoor advertising,
reaching more consumers at a lower Cost Per Thousand Impressions (CPM) than any other
form of outdoor advertising.
● More than 95% of Americans are reached by media targeting vehicle drivers and
passengers.
● The average American has traveled 302 miles in the past 7 days.
● One vehicle wrap can generate between 30,000 - 70,000 impressions daily.
● Federal Highway Administration study forecasts a sharp increase in the amount of
time spent in personal vehicles and the number of trips per household.
● Vehicle wraps are ideally suited for various types advertising campaigns, including
new product launch, and event marketing and are increasingly being used as part of
the marketing mix.
● Fleet vehicle advertising boosts name recognition 15 times greater than any other
form of advertising.
● 30% of mobile outdoor viewers indicate they would base a buying decision on the
ad they see.
● Eight out of ten Americans report they have walked in a town, city or downtown
area, on average 6.1 miles in the past seven days. This pedestrian traffic represents
a significant reach opportunity for advertisers.
● Every traffic jam becomes an opportunity. Depending on your market that may
mean lots of opportunities.
● The opportunity to reach commuters on highways, city streets, and parking lots.
● Unlike home mailers, your advertisements are not compared side-by-side to your
competitors.
● Powerful visual messages can target consumers of all ages and ethnic groups.
● Reach audiences of all ages, gender, backgrounds, income, and professions.
● Reach high amounts of pedestrian traffic.
● Mobile flexibility allows you to position your vehicle ad almost anywhere you want.
● Mobile advertising reaches consumers not exposed to newspaper and television.
CPM (Cost Per Thousand)
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Comparing the CPM (Cost per Thousand) of different forms of advertising reveals the value
of a vehicle wrap. The following statistics are from the Outdoor Advertising Association of
America:
1. In the top 100 Television Markets a 30-second Prime time spot cost $17.78 per CPM
2. In the top 100 Newspaper Markets a one third page b/w ad cost $22.95 per CPM
3. In 23 Magazine Publications a 4 color, one page ad cost $9.35 per CPM.
4. In the top 100 Radio Markets a 60 second drive time ad cost $8.61 per CPM.
5. The average for all forms of Billboard ads cost $2.18 per CPM.
6. Vehicle Wraps - $.77 per CPM!
Conclusion
Leveraging car wrapped vehicles alleviates one of the most pressing issues in outdoor
advertising: lack of space. With vehicle graphics, marketers can transform the general
public’s vehicles into a valuable media asset as their own on-demand fleet, thereby sidestepping the issue of (1) unavailable media space, and (2) high rents for in-demand media
spaces.
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